The case of Libb Pharmaceuticals
Summary :
Table of Contents
- Summary
- Result of the research
- Consumer attitude
- Attitude formation
- Attitude change strategies
- Fishbein's multi- attribute model
- Recommendations
Abstract
libb pharmaceuticals originated back to 1855 by developing an all-purpose skin ointment, which achieved large success. libb spent a significant proportion of firm's profits to the development of new product lines and improvement of existing ones. And thus by 1900, libb was manufacturing & distributing a wide range of pharmaceuticals and personal care product.
One of the additions was in the area of toothpastes. The company started 4 brands of toothpaste and after World War, it was decided that - "Alive" would be the firm's only brand of toothpaste. Alive was positioned as "All in one mouth care product" focusing all the attributes such as, "Whitens the teeth", "freshness", "Decay prevention ", etc. The advertisement budget was mainly allocated to television a commercial, which shows a situation of a boy meeting a girl or vice versa and also allocated to national magazines.
One of the additions was in the area of toothpastes. The company started 4 brands of toothpaste and after World War, it was decided that - "Alive" would be the firm's only brand of toothpaste. Alive was positioned as "All in one mouth care product" focusing all the attributes such as, "Whitens the teeth", "freshness", "Decay prevention ", etc. The advertisement budget was mainly allocated to television a commercial, which shows a situation of a boy meeting a girl or vice versa and also allocated to national magazines.
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